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TRUTEX Corporate Guidelines
TRUTEX Corporate Guidelines
Contents
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11
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Introduction
About Trutex
Ethically Minded
Trutex Logos
General Logo Usage
Logo Guidelines
Specific Logo Guidelines
Colour Palette
Typography
Photography
Packaging
Introduction
Established in 1865 as the Clitheroe Shirting Company in Grindleton, deep in the heart of the Ribble Valley, Lancashire, the company has manufactured under the Trutex brand since the 1920’s, before changing its name to Trutex in 1965.
Trutex is the leading name in schoolwear across the UK today. We are dedicated to our customers and put boundless energy into pioneering new developments in our marketplace. With our strong commitment and unique ability to keep in touch with the needs of our customers, we have maintained our position at the leading edge of our industry.
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Applied with care, the Trutex corporate identity can impress and delight our audiences, whether they are our customers, prospects, colleagues or the market at large. The Trutex guidelines booklet has been designed speci�cally for our customers, where you will �nd an introduction to the core values of our brand. The role of our brand is to manage our customers expectations and to communicate in a clear and consistent manner, the emotional attributes of our organisation. Consistency is key to our brands strength, and these guidelines are the tool to help you maintain and communicate the brands characteristics.
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About Trutex
Trutex
Supporting the needs and uniform requirements of the UK’s schools is central to our product proposition. We supply a vast range of products from tartan skirts to striped blazers, helping to satisfy schools, parents and ultimately the children who wear them. Quality and durability are two highly important factors to the Trutex brand. We design all our garments to maintain their outstanding looks.
Our Product Range
As children come in all shapes and sizes, Trutex boasts an extensive range of products in numerous size options in a wide variety of colours, styles and materials, unparalleled by any other supplier.
Your Schoolwear Experts What do you get if you mix quality, great value, and performance, blended together with 145 years experience. Happy parents & school children! These are all the qualities that make up the Trutex schoolwear brand.
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Ethical Initiative
It’s really good to know that every time you buy Trutex schoolwear, you’re helping the people around the world who made it. We ensure
employees within supplying factories around the world enjoy excellent working conditions in a clean safe environment for fair wages.
We do this by working towards the ‘Ethical Trading Initiative Base Code’, whereby supplying companies are required to be audited. We
use an independent auditing organisation, so we know the results are completely unbiased. What’s really important is that the auditing
specialist has a wealth of experience in assessing factories true performance against the ETI principals, and uses their knowledge of how
to continually improve the working environments for the employees.
Carbon Neutral
Here at Trutex we are driven to do our best for children.
Our commitment goes much further than Made to Last
Schoolwear, we believe we have a part to play in ensuring
our world is a better place for all future generations. For this
reason we have worked hard over recent years to reduce
our Carbon Footprint, and we are now extremely proud to
announce we have become Carbon Neutral.
Ethically Minded 6
The UK’s �rstCarbon NeutralSpecialist Schoolwear Provider
Trutex Logos 7
Trutex
The most recognised name in the schoolwear industry, Trutex is our main range schoolwear brand. Signifying, outstanding product quality.
Trutex Junior
Created speci�cally for the junior market, this brand sits alongside the Trutex name. Products developed under Trutex Junior have been made with younger children in mind.
J U N I O R
Trutex Direct
Trutex Direct is a business to consumer distribution channel.
evolutionc o l l e c t i o n | b y t r u t e x
Evolution
The Evolution Collection by Trutex is created to meet the changing tastes, desires and requirements of today’s schoolwear market. The collection has a tailored feel, with fashion led detailing, designed with exclusive materials to produce a more innovative garment. More & more schools are looking to set themselves apart, yet price, performance and practicality is still of paramount importance, the Evolution collection is the perfect solution.
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Akoa
Quality performance kit for everyday sports. Whether you choose from stock or our made to order range, what sets Akoa apart is that it combines style and product performance, yet its not restricted to the elite athletes and �rst teams within a school. Akoa is created for everyone for everyday use as a games kit or training wear.
General Logo Usage 9
The Logos
Logo masters must only be reproduced from the master artwork.Positioning
Consistent positioning of the Logo is essential to ensure we maximise its strength in all our communications. The logo should be positioned in the corner of all layouts. It should sit two thirds of its height from the vertical edge of the page, and two thirds of its height from the horizontal edge.
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15mmminimum size
20mmminimum size
15mmminimum size
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50mmminimum size
Exclusion Zone
In order to maximise the presence of the Logos, they need space around them. This exclusion zone prevents any graphic elements interfering with their integrity and legibility, such as text, other logos, or background imagery which visually distracts from the logos. The exclusion zone size is two thirds of the height all the way around the logo.
Minimum Size
The Logos must never appear less than the following in width.
J U N I O R
15mmminimum size
The visual simplicity of each Trutex Logo means that measures must be taken to ensure they stand out whenever they are used. All the Trutex Logos can appear in black or white where production constraints such as mono press advertising or laser printer output demands.
Logo Guidelines 11
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Guidelines to follow
1. All Trutex Logos can appear on a white background, using the standard colour logo.
2. All Trutex Logos can appear on a solid light coloured background, using the standard colour logo.
3. All Trutex Logos can appear on a solid dark coloured background, using the white versions of each logo.
4. All Trutex Logos can appear on a dark photographic background, using the white versions of each logo.
5. All Trutex Logos can appear on a light photographic background, using the standard colour logos.
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Guidelines continued...
6. When any of the Trutex Logos appear over a red background, the white version logos must be used.
7. When any Trutex Logos are being used for black and white production, on a white background, the mono version logos must be used.
8. When any Trutex Logos are being used for black and white production, on a black background, the white version logos must be used.
9. When any Trutex Logos are being used for black and white production, on a light mono photographic background, the black mono version logos must be used.
10. When any Trutex Logos are being used for black and white production, on a dark mono photographic background, the white version logos must be used.
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J U N I O R
Speci�c Logo Guidelines 13
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Specific guidelines to follow
1. All Trutex Logos with white text can also appear on a dark photographic background.
2. All Trutex Logos with white text can also appear on a solid dark coloured background.
3. When the Evolution logo is used on solid light coloured backgrounds, the silver logo must be used.
4. When the Evolution logo is used on dark patterned coloured backgrounds, the silver logo must be used.
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The following rules are specific to the following Logos.
J U N I O R
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To ensure all Trutex logos maintain consistency, it is important the following guidelines are followed.
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Specific guidelines to follow continued...
1. A photographic image must not visually interfere with any of the logos and their exclusion zones.
2. Don’t change the orientation of the words in any of the logos.
3. Never stretch or distort the logos in any way.
4. Don’t add any shadows to any of the logos.
5. Never rotate the logos in any way.
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Colours for the all Trutex Logos
Trutex BluePantone 2768
C100 M86 Y0 K64
R0 G16 B77
HTML 00104d
Trutex YellowPantone 124
C0 M33 Y100 K4
R241 G171 B21
HTML f1ab15
Trutex RedPantone 032
C0 M92 Y65 K0
R239 G58 B79
HTML ef3a4f
Colour Palettes 15
Colours for the Akoa Logo
Akoa BlackPantone Black
C0 M0 Y0 K100
R35 G31 B32
HTML 231f20
Akoa Red Pantone 200M
C0 M100 Y63 K12
R207 G32 B40
HTML cf2028
eColours for the Evolution Logo
eBlackPantone Black
C0 M0 Y0 K100
R35 G31 B32
HTML 231f20
Evolution Black Pantone Black
C0 M0 Y0 K70
R109 G110 B113
HTML 231f20
Secondary colours for Trutex External Signage
Dark BluePantone 072
C100 M91 Y0 K0
R35 G62 B153
HTML 233e99
CyanPantone Process Cyan
C100 M0 Y0 K0
R0 G174 B239
HTML 00aeef
SecondaryColour Palette
To compliment the logo colours
and photography, the Trutex brand
can use secondary colours other
than white. The secondary colour
palette can be used for text and
background colours together with
the use of white. These secondary
colours can be used as tints.
Typography 16
Online Typography
For font usage online relating to Trutex products, please use Myriad Pro. Headline colour #333331, sub navigation #6a6968, body copy #33333. Type can also appear white #��� out of a colour background or imagery, but must be legible.
LightRegular
Semi BoldBlack
Trutex, Trutex Junior and Trutex Direct use Myriad Pro Family.
Weight and Point Sizes
The Trutex visual identity uses weights Light, Regular, Semi Bold and Black from the Helvetica Neue family. The consistent use of these weights ensures a unique look and feel. Typographic e�ects such as italics, emboldening, condensing, expanding, slanting, or outlining must not be used. The minimum point size for body text in all literature is 8pt and information and captions should have a minimum point size of 6.5pt. Terms and conditions and other small print should be no smaller than 5.5pt. Ensure that all printed literature is clear and uncluttered.
Headline Sub navigation
Body Copy
Type Colour
Colours can be used in di�erent colourways to suit various campaigns and promotions.Trutex
Corporate Style
BaskervilleRegular
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Evolution uses the Baskerville Typeface.
Weight and Point Sizes
Evolution uses the weight Regular from the Baskerville family. Typographic e�ects such as italics, emboldening, condensing, expanding, slanting, or outlining must not be used. The minimum point size for body text in all literature is 9pt. Tabular information and captions should have a minimum point size of 7pt. Terms and conditions and other small print should be no smaller than 6pt. Ensure that all printed literature is clear and uncluttered.
Type Colour
Solid Coated p877 silver, or cool gray 11 or cool gray 8 and Black.
Typography...
SilverCool Gray 8
Cool Gray 11
The Akoa typeface is Futura.
BookMediumBold
Extra Bold
Weight and Point Sizes
The Akoa visual identity uses weights Book, Medium, Bold and Extra Bold from the Futura family. The consistent use of these weights ensures a unique look and feel. Typographic e�ects such as italics, emboldening, condensing, expanding, slanting, or outlining must not be used. The minimum point size for body text in all literature is 7pt. Tabular information and captions should have a minimum point size of 6.5pt. Terms and conditions and other small print should be no smaller than 5.5pt. Ensure that all printed literature is clear and uncluttered.
Type Colours
Black, p200 Red, 70% Black or white out of background colour or imagery, but must be legible.
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70% BlackBlackRed
Photography19
Examples of Trutex Photography
Examples of Akoa Photography
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Examples of Evolution Photography
Photography...
22Image usage rules
Rules on Image usage
1. Only Trutex photography should be used in conjunction with the Trutex Logos.
2. Trutex photography can not be used to promote any other brand.
3. Full bleed on photography must always be used.
4. Use of black and white photography to be used when more drama is required.
5. Junior photography must always be used in full colour.
6. Use colour type on white backgrounds.
7. Cut out images are not permitted.
Trutex Ltd
Taylor Street, Clitheroe,
Lancashire, BB7 1NL
T: 01200 421200
F: 01200 421215
W: www.trutex.com the nations favourite schoolwear supplier
